Product Management inTurbulent Times Daniel Callahan Senior Director, Corporate Access & Channel Services firstname.lastname@example.org
Corporate Overview Founded: 1996; IPO July 2003 Business: Policy-based enterprise connectivity and security services to keep the remote and mobile worker protected Virtual Network: Global coverage in 167 countries Largest enterprise grade global Wi-Fi footprint Financials: - 2004 $166 M revenue - Q2 2005: $43.1 M total revenue $2.1 M broadband revenue $5.7 M service fee revenue $169 M cash - debt free Metrics: 2300 enterprise customers – nearly 100% renewal rate 270 Forbes Global 2000 customers Over 500,000 distinct end users
iPass Elevator Pitch “We provide enterprises with the tools they need to connect their employees to the corporate network, safely and securely, from anywhere in the world.” IT Values Secure connectivity Lower help desk costs Endpoint and network protection End User Values Easy-to-use interface consistent across all access types Streamlines logon process (laptop, VPN, network)
Unifying NetworksUnparalleled Global Coverage 17,000 dial access points in over 160 countries Over 23,000 Wi-Fi & broadband venues in 67 countries Includes most major airports and thousands of hotels Wi-FI provider partners include: T-Mobile® Hotspot, SBC FreedomLink, Wayport, STSN (US) BT Openzone and Swisscom Eurospot (EU), Yahoo!BB and NTT (JP), and China Telecom (CN)
Supply-Side Changes STSN changes its name to iBAHN Changes SSID to iBAHN in some cases Retains STSN SSID in some cases How to “sniff” iBAHN SSID and associate with STSN SSID stored in client directory? T-Mobile North America part of iPass network; T-Mobile Europe is not But both networks share SSID “T-Mobile” How to guide user to an iPass-supported T-Mobile hotspot?
Supply-Side Changes Tokyo Venue Owners Sell Space to Wi-Fi Providers Multiple providers at one location, with multiple SSID’s SSID’s not broadcast How to help user find an iPass-supported network? Japan “tier 2” Wi-Fi providers must employ WEP keys How to inform user if client doesn’t store the key? Evolution of Wi-Fi business models Usage-based; pay-as-you-go Managed service Free Flat rate per venue Variable usage rate based on performance Revenue share with advertiser (CbB)
Supply-Side Headaches Varying competitive situations among suppliers Dealing with local monopolies Varying levels of network engineering experience among suppliers Insufficient network backhaul Burger King UK story Varying attention to details of venue information Munchen vs. Munich Which McDonald’s?
User Headaches Wi-Fi device manager contention Device managers don’t share well How to invoke/release device manager for campus vs. public Wi-Fi? Online hotspot finder How do I know where to go to get online, so I can figure out where to go to get online? Venue Sorting How to adapt system built around phone numbers Munchen next to Muncie next to Munich Searching What city is Dulles airport in? What prefecture am I in here in Tokyo?
Demand-Side Changes Evolving pricing needs Usage Usage with a daily cap Daily flat rate All-you-can-eat Development of brand T-Mobile, Starbucks, Borders ≡ “I can get connected”
Demand-Side Changes Acceptance of “casual” Wi-Fi venues Restaurants, coffee shops Acceptance of “free” Wi-Fi venues Panera Bread Change in connection behavior Get on/get off “Just Connect Me” Manage my connection across access media
Some Ways We’ve Responded Offline finder 2.x client WEP key message Venue sort order Enable access to non-iPass networks Change in pricing models Change in revenue model
Balloon Tips Feature Benefit iPassConnect™ displays Easier for users to a balloon tip from the determine Wi-Fi network system tray when a Wi- availability. Fi network is available.
How to Cope with Turbulence Think like a customer Why would I buy this? What problem does it solve? Does this apply to me? Will I be a hero? Think like a sales person Who kind of person would buy this? How will I know when I see one of them? How is this different? Better?
How to Cope with Turbulence Think like an economist What factors would drive demand? Inhibit demand? What factors would drive supply? Inhibit supply? Who’s motivated to do what? Think like a debater Try on the opposite point of view How does this change everything? How does this change nothing?
How to Cope with Turbulence Find a guide Has some other company (probably in some other industry) faced this issue before? Talk to your customers Don’t ask them what they want Ask them why What would they want if they knew what they wanted? Talk to your suppliers What are they experiencing?